• by Jack Loechner , Staff Writer @mp_research, May 20, 2008

According to a new analysis from Scarborough Research, six percent of all consumers are classified as Digital Savvy nationally, but Austin (TX) adults are almost twice as likely as the national average to be in this leading edge consumer segment. Las Vegas, NV, Sacramento and San Diego are also leading Digital Savvy cities, with 10 percent of their residents having this higher level of technological orientation and adoption.

Eighteen hi-tech consumer behaviors and purchasing patterns were identified and isolated within the national study. These behaviors included household ownership of certain hi-tech items, consumer likelihood to engage in certain Web 2.0 behaviors, and usage of leading-edge cellular device features. Those who satisfied eight or more of them were classified as "Digital Savvy."

Digitally Savvy consumers, says the study, are

• 56 percent more likely than the average consumer to own or lease a luxury vehicle;
• 175 percent more likely to have spent $500 or more on men's or women's business clothing during the past year and
• 49 percent more likely to own a second home.

Online, this consumer group is high-end in its shopping behavior, and are far more likely to spend online in high-end purchasing categories, such as automotive and travel, as well as every day items, such as books and clothing

• 54 percent of the Digital Savvy spent more than $500 online during the past year
• 35 percent spent upwards of $1,000 during that timeframe

Gary Meo, senior vice president, print and digital media services, Scarborough Research, said "The most Digitally Savvy markets... typically have the presence of major universities and represent established tech corridors in the U.S... They are early adopters when it comes to fully integrating new technologies into their lives... their shopping patterns, demographics and lifestyles could presage behaviors of consumers across the country."

Active lifestyles and on-the-go living are the hallmarks of the Digital Savvy. They are far more likely to enjoy athletic leisure activities including basketball, yoga, free weights training and jogging. Given this active lifestyle, concludes the study, they rely on cell phones for communication and information. 59 percent of the Digital Savvy use their cell phones for email.

The Digital Savvy are male, young and wealthy

• 56 percent of them are male
• 77 percent of this consumer group is below the age of 44
• They are 132 percent more likely than the average consumer to have an annual household income of $150,000
• 57 percent of this consumer group has an annual household income of $75,000 or greater

The just-released (PHP) Scarborough report, "Understanding the Digital Savvy Consumer," is available for download here.